Face-to-Face: Pierre Jochem, General Manager, Raffles Hotel Singapore
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1) The Raffles Singapore is arguably the world’s most famous hotel, as well as being a historical and cultural landmark. How did your career bring you to this hotel, and do you believe that becoming the Raffles’ GM is the pinnacle of a hospitality career?
I have been in the hospitality industry for over two decades, with most of the years spent in international luxury hotels in New York City, London and Asia, and was most recently the General Manager & Vice President of The Imperial Hotel, New Delhi. As General Manager of Raffles Hotel, Singapore, and Regional Vice President of Operations for Asia Pacific, Raffles Hotels & Resorts, my duties span from the daily operations of Raffles Hotel to overseeing the group’s properties in the region. Raffles Hotels & Resorts is an internationally renowned brand name and I am very happy to be helming the historic Grand Dame where it all began.
2) Like the majority of Asian cities, Singapore has suffered from a drop in tourism arrivals. Has Raffles’ reputation or luxury status insulated it from the overall downturn, and what measures are you taking to maintain occupancy levels?
We have seen a softening of the market due to a decline in corporate travel. However, there has been some increase in leisure travel from the region which helps to mitigate the effect. During this time, we will revisit the way we do things and improve the hotel product and guest experience, building on the image and brand name.
3) With so much history attached to your hotel, and with the hotel’s status as a National Monument, what pressure is there to maintain the hotel’s traditions, and how (if at all) does this conflict with operating in a highly competitive marketplace?
Raffles Hotel has a long and illustrious history, dating back to 1887, and is closely associated with many famous personalities. There are many myths, legends and traditions at Raffles Hotel, and maintaining those traditions and sharing the stories are all part and parcel of each and everyone’s role at Raffles Hotel. We are the only hotel to have a Resident Historian, who offers residents a hotel tour and shares the legend of the “Tiger under the Billiard Table”, amongst other stories. The New Year’s Eve Gala Ball in the Main Lobby is a tradition that dates back to the early days when the hotel had its main dining room there, and after dinner, the tables would be cleared for dancing.
With such an interesting history, operating in today’s competitive market is made much easier since we have the distinct advantage of being completely unique in terms of our product offering. Not many hotels in the world can lay claim to the numerous legends, myths and stories associated with the Grand Dame.
4) What is your favourite story from the Raffles Singapore’s history?
My favourite story would have to be about the entrepreneurial skills of the early proprietors, the Sarkies Brothers, who were true hoteliers of their time. They were the first to introduce electric lights and fans, European chefs, dance bands and themed dinners in Raffles Hotel’s early heydays. We upkeep the tradition of innovation, offering a wide range of dining options, a Museum, a cooking school, the Jubilee Hall theatre playhouse and a shopping arcade.
5) What developments are we likely to see from Raffles Singapore in 2009, and do you predict that, by the end of the year, Singapore will be seeing signs of recovery?
We are currently looking at improving the hotel product, service flow and guest experiences. We are also revisiting our room products, such as a new line of duvet, pillows, bathrobes as well as staff uniforms. For our 18 restaurants and bars, we are revisiting all the menus to ensure that they continue to retain their own strong identity.
We are certainly hopeful for an early recovery, but are also prepared to dig our heels in and keep the ball rolling and the momentum sustained in terms of bringing business to the hotel.
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